Sadaghashvil, AniCorreia, Ricardo2020-02-272020-02-272019Sadaghashvil, Ani; Correia, Ricardo (2019). Online negative reviews in the hospitality industry: moving from problems to opportunities. Journal of Marketing Research and Case Studies. ISSN 2165-7009. 2019, p. 1-132165-7009http://hdl.handle.net/10198/20721The aim of this research is to understand better the dynamics of online negative reviews. Particularly, we want to explore the relationship between service recovery online and customersatisfaction in the hospitality industry. Based on the concepts of service failure, service recovery, and satisfaction, a conceptual model was developed. The conceptual model intends to measure the relationship between online service recovery and customer satisfaction. An empirical quantitative research was used to test the model, with a sample of international travellers who had written an online negative review and received responses on it. This research concludes some practical insights that are believed to be very useful for hotel management in applying service recovery correctly when responding to dissatisfied customers’ online reviews on travel related platforms.engCustomer satisfactionService failureService recoveryOnline reviewsjournal article10.5171/2019.126255